I got a Chinese visa on my US Passport 2 years ago, I was only going for a week on business so I had a 30 day visa, I think, and it was a single entry. I got it from an expeditor in London, just off Oxford Circus. I had to pay extra for same say service but they were super helpful.
I think in order to qualify for a multiple entry visa, you have to have had a single entry visa issued already, if that makes any sense.
The PRC charges more to issue a visa to an American than a Brit, at least they did as of 2 years ago when I applied.